Ownership rates for tablet computers increased in the second quarter of 2012, according to research by the Consumer Electronics Association (CEA). CEA’s Consumer Outlook on Tablets: Q3 2012 report shows that tablet ownership rates among online U.S. consumers reached 29 per cent as of June 2012, an increase of nine percentage points from the end of the previous quarter. The report examined trend information on consumer behavior and sentiment regarding the sale and use of tablet computers between April and June 2012.
Consistent with data from the Consumer Outlook on Tablets: Q2 2012 report, approximately two-thirds of online consumers expect to purchase a tablet sometime in the future, with nearly half (45 percent) planning to purchase a tablet within the next two years. CEA’s U.S. Consumer Electronics Sales and Forecasts (July 2012), released earlier this month, showed shipment revenues of tablets are expected to reach $29.1 billion this year, nearly $11 billion more than forecasted in January, and are helping to push the consumer electronics industry’s annual revenues over $200 billion for the first time ever. Unit sales of tablets are expected to reach 68.5 million.
Kevin Tillmann (Senior research analyst, CEA): The overall market for tablets continues to grow significantly with household penetration increasing for the foreseeable future. Rarely has a new device category been so quickly embraced by consumers, businesses and education.
Consumers continue to use their tablets primarily for entertainment activities. Watching movies is the most popular use of a tablet. However, social networking climbed to the second most popular activity this quarter, surpassing reading books, which fell to fourth. Listening to music remained third. Satisfaction with tablet computers remains high and is on par with the last two quarters. Almost nine in ten (89 percent) tablet owners report being satisfied with the device.